Agriculture Secretary Francisco P. Tiu Laurel Jr. has directed the Rice Industry Development Office (RIDO), led by Undersecretary Christopher Morales, to investigate the growing preference among Filipino consumers for imported rice—especially premium Vietnamese varieties.

Laurel noted that this trend may reflect a shift in consumer priorities, with more Filipinos favoring quality over quantity. Attributes such as texture, aroma, and overall eating experience are becoming more influential in purchasing decisions, potentially prompting a reassessment of agricultural policy.

Filipino tastes are evolving beyond intermediate amylose rice to include low-amylose varieties, which offer a softer, stickier texture and improved digestibility. Despite this shift, long, slender grains and a soft-cooked texture remain highly desirable.

“This trend is worth watching,” said Laurel. “It may now be a question of quality over quantity, and that could require a shift in our agricultural policy.”

The directive calls for a thorough review of consumer behavior and rice preferences to help local farmers and millers adapt to market demands, enhance grain quality, and explore export opportunities.

Preliminary studies comparing Vietnamese rice to local inbred varieties suggest that the Philippines has competitive options. Morales cited research led by PhilRice’s Rice Chemistry and Food Science Division and Dr. Flordeliza Bordey, which found that several RCEF-distributed varieties—such as Rc 218, Rc 160, Rc 480, and Rc 512—share similar traits with Vietnam’s award-winning ST25 rice. Hybrid varieties approved by the National Seed Industry Council also show promise.

These efforts are part of the Masagana Rice Industry Development Program and the OneRicePH Project, supported by the National Rice Program and implemented by PhilRice, UPLB, and the International Rice Research Institute.

ST25, named the world’s best rice in 2019, is celebrated for its long grains, fragrant aroma, excellent taste, short growing cycle, and resistance to salinity and disease. Vietnam remains the Philippines’ leading rice supplier, accounting for 74% of imports last year, with DT8 and OM5451 among the most popular varieties.

Thirteen local rice types—including Rc 160—could serve as a foundation for breeding high-yield, resilient, and premium-quality rice suited to Philippine conditions, capable of competing both locally and globally.